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广告诉求,作为广告创意中最有效最重要的要素,在广告设计日趋成熟的今天,也需要不断创新寻求新的方式。性感诉求作为广告的一种有效诉求方式,它的表现形式是另类的、边缘的、张扬化和个性化的,而目前部分创意低劣制作粗糙的性感广告试图以简单低劣的模仿秀融入国际化的潮流,广告内容精神层面欠缺深度,缺乏足够的智慧与内涵使人们产生心灵共鸣,从而使一些消费者认为性感广告有色情化倾向,对社会道德产生了负面影响。因此,在性感诉求广告创作的过程中,必须仔细研究其生存在东方和西方文化的背景下,同时,设计师还应该培养高水平的审美情趣,不应盲目注重广告商业效应,而忽视了广告的审美价值。在创意过程中,选择正确的审美理念,引导广告创意实践,寻找自己的文化和民族个性,创作出既具有东方精神又有全球意识和时代特色的优秀的广告作品。
Advertising demands, as the most effective and the most important element of creative advertising, in today’s increasingly mature advertising design, but also need to constantly innovate to find new ways. Sexy appeals as an effective way to appeal ads, its manifestations are alternative, marginalized, and personalization, and some of the current poor production of rough sexy advertising attempts to integrate a simple and inferior imitation show into the international The trend, lack of depth spiritual content of the advertising content, the lack of adequate wisdom and content so that people have a spiritual resonance, so that some consumers think that sexy ads have a tendency to pornography, social morality had a negative impact. Therefore, in the process of creative appeal advertisement creation, we must carefully study its survival in the background of oriental and western culture. At the same time, designers should develop a high level of aesthetic taste, should not blindly pay attention to the commercial effect of advertising, but ignore the advertising Aesthetic value. In the creative process, we choose the correct aesthetic concept, guide the creative practice of advertising, look for our own culture and national character, and create excellent advertising works that have both oriental spirit and global awareness and characteristics of the times.